The United States has one of the most individualistic cultures in the world. Americans are more likely to prioritize themselves over a group and they value independence and autonomy. This societal ethos can be seen in how Americans relate to each other–Americans do not tend to touch each other during interpersonal interactions. Americans maintain a greater distance of personal space between themselves and others, compared to more touch-oriented, collectivistic cultures like in Latin American or Mediterranean countries. As such, there is less physical contact and touch between friends, family, and strangers. Studies have revealed that touch increases social bonding and feelings of goodwill towards others. Touch, as a social-psychological phenomenon, is fundamentally linked to a culture’s level of individualism. Americans’ individualistic culture makes non-sexual, interpersonal touch less frequent. However, the lack of touch–the distant, American way of interacting–also contributes to its individualistic culture, in a self-reinforcing cycle.
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